The highly anticipated film Solo: A Star Wars Story, as well as the latest themed LEGO characters and brick sets, are being promoted via an interactive mall campaign. The digital out-of-home experience (OOH) invites shoppers to easily engage with the Star Wars LEGO characters on the screen and begin building the spaceships of the galaxy. Participants are prompted to pick a side and the faster they build, a score on the 'Force Meter' indicates how close they are to becoming true Jedi Masters.
The LEGO Star Wars interactive mall campaign is also catered to be social media-savvy, as players are rewarded a photo opportunity with "the crew" post-experience.
The fun digital OOH depends on hi-tech gesture sensors. The animated, interactive components of the mall campaign were created by Grand Visual, while the large-format screens were supplied by media specialists Limited Space.
Sci-Fi Interactive Mall Campaigns
LEGO Star Wars Honors the Film with High-Tech Gesture Sensors
Trend Themes
1. Interactive Mall Campaigns - Companies can utilize interactive mall campaigns to promote their products while engaging with their target audience using new technologies such as hi-tech gesture sensors.
2. Digital Out-of-home (OOH) Marketing - OOH marketing has evolved to integrate interactive technology that draws the attention of prospective customers walking in and outside shopping areas.
3. Social Media-savvy Campaigns - Campaigns with social media incentives have gained popularity in the digital age and these types of campaigns can be used to create wider brand awareness and drive social media mentions at a larger scale.
Industry Implications
1. Retail Industry - Incorporating interactive mall campaigns can effectively boost sales in brick and mortar stores, stimulate customer loyalty and create brand awareness for the retail industry.
2. Entertainment Industry - OOH marketing campaigns such as interactive mall campaigns represent an effective avenue for studios and production companies in the entertainment industry to generate publicity for their upcoming releases.
3. Advertising Industry - Interactive mall campaigns have emerged as an ideal playground for advertisers to flex their creative muscles while connecting with their target audience and providing a memorable experience.